Pinterest Launches New Advertising Features for Brands to Drive Shopping

Pinterest’s new feature comes as its social media rivals compete for the lucrative e-commerce market.

By Reuters | Updated: 6 October 2021 17:39 IST

Pinterest Launches New Advertising Features for Brands to Drive Shopping

Pinterest will introduce an ad format to facilitate companies and content creators working together

Highlights

Brands can now upload their product catalogues for advertisements
Pinterest’s feature will make it easier for advertisers to have video ads
Pinterest is popular as a way for users to store ideas on various topics

Pinterest will roll out new features for brands to promote products and ideas to users, the digital pinboard company said Wednesday, part of an effort to grow online shopping on its site.

The features come as social media rivals including Facebook, TikTok and Snap compete for the lucrative e-commerce market with in-app shopping or virtual clothing try-ons.

Brands can now upload their product catalogues and Pinterest will automatically pull items into a slideshow advertisement that will be tailored to users based on their interests, the company said.

Facebook Accused of Buying and Burying Rivals by US FTC

The feature will make it easier for advertisers to have video ads, which can be time-consuming to produce, said Julie Towns, global head of ads product marketing at Pinterest.

"We want to drive that attention-grabbing aspect that video has," she said.

Even as other tech giants enter e-commerce, Pinterest's advantage is users come to the app with a shopping mindset and to "plan their future," said Jon Kaplan, Pinterest's chief revenue officer.

Less Social Media, More Socialising Hits Pinterest as US User Growth Slows

The site has become widely known as the place where users can save ideas for topics such weddings, home decor, or recipes.

Pinterest will also introduce an ad format to facilitate companies and content creators working together on paid partnerships. For example, a creator can make a video post about a dessert recipe, and a baking brand can pay to promote that ad to more users.

© Thomson Reuters 2021

YouTube Most Popular Social Media Platform in US in 2021: Report

Amazon's month-long sale, the Great Indian Festival, is back. This week on Orbital, the Gadgets 360 podcast, Amazon India's consumer electronics head Akshay Ahuja takes us behind the scenes. Orbital is available on Spotify, Gaana, JioSaavn, Google Podcasts, Apple Podcasts, Amazon Music and wherever you get your podcasts.

Affiliate links may be automatically generated - see our ethics statement for details.

Comments

For the latest tech news and reviews, follow Gadgets 360 on X, Facebook, WhatsApp, Threads and Google News. For the latest videos on gadgets and tech, subscribe to our YouTube channel. If you want to know everything about top influencers, follow our in-house Who'sThat360 on Instagram and YouTube.